Report Milano 5 - Cheesy is the New Cool

      
Is Lady Gaga cheesy or cool? I would say her over-the-top style makes her the coolest (or hottest?) singer of our time. A similar trend has also appeared in our design culture. Some brands at the Salone del Mobile prove that being cheesy is actually cool.

I was shocked standing in front of Kartell’s area. Flashy neon billboards with large shameless self-promoting slogans look like some nightclub in Vegas. But the show does what it’s supposed to do. The commercial/design message is loud and clear. If wearing meat as a dress is cool, this is certainly no problem.

The Edra stand is also full of cheese. In a dim room, there are many ultra-glossy and glittering objects, as well as hair and straws. People are very keen on sitting on things like that. The extreme popularity makes it very hard to take pictures of the chairs themselves.

Grinza armchair series in leather or fur, by the Campana brothers.

Cabana shelves covered with raffia, and Scrigno cabinet with mirror, also by the Campana brothers.

Mario Cananzi & Roberto Semprini's Tatlin Sofa covered with shiny Swarovski crystals

Alice armchair by Jacopo Foggini

The hairiness can also be seen in many other stands, including Baxter and Casamania.

Loop Chaise Lounge by Sophie de Vocht for Casamania

Another trend is what I would like to call "Neo-Baroque": using more contemporary materials to make bold and richly decorated forms. Good examples include the Magis Proust armchair by Alessandro Mendini and the Paper Chandelier by Studio Job for Moooi.